本文選題：高科技品牌 + 廣告效果��； 參考：《山東大學(xué)》2009年博士論文

【摘要】： 隨著信息技術(shù)的普及和全球化的發(fā)展,高科技組織之間的技術(shù)壁壘越發(fā)脆弱,產(chǎn)品間的差異也日漸細(xì)微,高科技組織必須投入更多的資源加強(qiáng)品牌建設(shè),減少客戶的轉(zhuǎn)移和流失;而高額的研發(fā)成本以及高頻度的產(chǎn)品換代也迫使高科技品牌企業(yè)采取各種營(yíng)銷手段努力擴(kuò)大產(chǎn)品銷售,加快資金的流轉(zhuǎn)速度和使用效率(Moriarty、Kosnik,1989);同時(shí),高科技產(chǎn)品技術(shù)含量高,結(jié)構(gòu)復(fù)雜,許多創(chuàng)新給消費(fèi)者提供了前所未有的體驗(yàn)和便捷,其溝通、營(yíng)銷及分銷更多應(yīng)該采用推動(dòng)的方式(Yadav、Swami和Pal,2006)。因此,相對(duì)于提供傳統(tǒng)產(chǎn)品和服務(wù)的品牌而言,廣告對(duì)高科技品牌的作用更加重要。高科技品牌企業(yè)每年都要拿出大量的資金投入到廣告推廣中,動(dòng)輒數(shù)以億計(jì),例如,蘋果公司在2005年為推廣iPod就投入了2.86億美元的廣告費(fèi),為iPhone投入的廣告費(fèi)更是接近10億美元;Intel在1991到2002年間僅“Intel Inside”標(biāo)識(shí)一項(xiàng)的廣告費(fèi)支出就有70多億美元。巨額的廣告費(fèi)不僅擠占了研發(fā)費(fèi)用,影響了新產(chǎn)品開(kāi)發(fā)和投放的進(jìn)度;對(duì)成本的影響也必然抬高產(chǎn)品的終端銷售價(jià)格,進(jìn)而增加高科技品牌企業(yè)的經(jīng)營(yíng)風(fēng)險(xiǎn)。 令高科技品牌企業(yè)感到困惑的是,每年投入巨資打造的精彩紛呈的廣告是否真的作用于消費(fèi)者?作用的力度有多大?什么樣的廣告對(duì)消費(fèi)者的影響最為有效和直接?以往對(duì)廣告效果的研究大多是基于一般性的產(chǎn)品品牌,個(gè)別有針對(duì)性的研究也都是選擇啤酒、燕麥等的傳統(tǒng)品牌,這類研究成果能否直接應(yīng)用于特點(diǎn)鮮明的高科技品牌,仍然不得而知。 同時(shí),廣告對(duì)消費(fèi)者的影響也是一個(gè)非常復(fù)雜的過(guò)程,這一復(fù)雜性在于:某一品牌的廣告可能出現(xiàn)在不同的媒體上,而每一種媒體對(duì)消費(fèi)者的影響有其獨(dú)到的效果;廣告不僅具備瞬時(shí)效果,同時(shí)還具有延遲效果;廣告效果會(huì)隨著廣告周期時(shí)段的不同而變化;連續(xù)的廣告存在重疊效果和重疊衰減效果;不同細(xì)分市場(chǎng)及個(gè)體對(duì)廣告的反應(yīng)不同(Tellis,2004)。廣告作用過(guò)程的復(fù)雜性決定了在廣告效果的研究中,那些有針對(duì)性的實(shí)證研究能夠?yàn)閺V告實(shí)踐提供更加直接的指導(dǎo)作用。高科技品牌具有鮮明的特征,諸如技術(shù)的不確定性、產(chǎn)品的復(fù)雜性等等,而這些特征都足以影響甚至顛覆以往的廣告研究成果,因此有必要把高科技品牌作為一個(gè)單獨(dú)的類目加以研究。本文擬通過(guò)對(duì)比不同媒介和訴求的高科技品牌廣告的效果,確定較佳的廣告投放策略,進(jìn)而提高高科技品牌廣告的投放效率,減少?gòu)V告活動(dòng)中的浪費(fèi)行為。 具體說(shuō),本研究試圖通過(guò)系統(tǒng)的研究總結(jié)高科技品牌廣告效果的基本規(guī)律,挖掘高科技品牌廣告對(duì)不同類型消費(fèi)者的影響,建立高科技品牌廣告的作用模型;嘗試為今后的研究提供一種可供選擇的方法并驗(yàn)證使用網(wǎng)絡(luò)工具進(jìn)行廣告研究的可行性;同時(shí),也希望本研究的結(jié)論可以應(yīng)用于高科技品牌的廣告投放工作,為廣告商和廣告主的實(shí)踐活動(dòng)提供指導(dǎo)和借鑒。主要完成以下幾個(gè)方面的研究: 一、根據(jù)不同類型消費(fèi)者在廣告暴露后的反應(yīng),驗(yàn)證若干以消費(fèi)者特征為自變量,以廣告效果的若干構(gòu)成要素為因變量的假設(shè),挖掘單一特征,如性別、年齡、職業(yè)的差異。 二、綜合各項(xiàng)特征消費(fèi)者反應(yīng)的區(qū)別,基于廣告效果的好與差,把消費(fèi)者進(jìn)行分類。針對(duì)廣告投放的不同目標(biāo),找出最易實(shí)現(xiàn)的人群以及需著重用力的人群。 三、根據(jù)高科技品牌廣告效果作用機(jī)制,以影響廣告效果的幾個(gè)主要因素為輸入,以廣告效果的構(gòu)成要素為輸出,建立高科技品牌廣告效果的作用模型。 本研究采用實(shí)驗(yàn)的方式,通過(guò)向被試展示包括LG、佳能、索尼、聯(lián)想、惠普、索愛(ài)等幾個(gè)品牌的流媒體、報(bào)刊、戶外廣告,包括理性和感性訴求廣告,使用問(wèn)卷的方式,測(cè)量被試在廣告認(rèn)知、廣告態(tài)度、品牌認(rèn)知、品牌態(tài)度和購(gòu)買意愿幾方面的得分:由消費(fèi)者觀看在線觀看廣告后,將反應(yīng)記錄下來(lái),自動(dòng)生成表單,提交到位于服務(wù)器上的ACCESS數(shù)據(jù)庫(kù),經(jīng)ACCESS數(shù)據(jù)庫(kù)進(jìn)行簡(jiǎn)單的邏輯和完備性分析后,作為研究的基礎(chǔ)數(shù)據(jù)。最終406名被試參加了實(shí)驗(yàn)并回答了問(wèn)題。在問(wèn)卷指標(biāo)的選擇上,也多是采用前人研究已經(jīng)比較成熟且被經(jīng)常引用的問(wèn)題,比如涉入度采用了Zaichkowsky的PII量表,品牌認(rèn)知使用了Murphy的問(wèn)卷。 數(shù)據(jù)的統(tǒng)計(jì)分析工作采用SPSS for Windows 15.0,研究中還使用Amos 7進(jìn)行結(jié)構(gòu)方程建模。本研究具體使用了六種研究方法,包括描述性統(tǒng)計(jì)分析,主要用于羅列樣本的分布情況;方差分析,主要用于驗(yàn)證若干假設(shè);相關(guān)分析,用于在驗(yàn)證假設(shè)過(guò)程中,解釋某些具有規(guī)律性的東西;聚類分析,用于在消費(fèi)者中提取廣告效果最佳的群體;回歸分析,用來(lái)確定各影響因素與廣告效果各構(gòu)成要素之間的函數(shù)關(guān)系;結(jié)構(gòu)方程建模,用于確定廣告效果內(nèi)部各構(gòu)成要素之間的邏輯關(guān)系,以及與忠誠(chéng)度、涉入度、創(chuàng)新識(shí)別能力幾個(gè)定量數(shù)據(jù)間的邏輯關(guān)系。 研究最終形成如下四方面的結(jié)論: 一是歸納出了影響高科技品牌廣告效果的主要因素。包括特征因素、經(jīng)歷因素、情境因素、素質(zhì)因素,并對(duì)構(gòu)成各因素的具體要素,及其對(duì)高科技品牌廣告效果的影響進(jìn)行了細(xì)致地分析。 二是構(gòu)建了高科技品牌廣告的影響因素模型。模型明確了各因素之間的影響關(guān)系,并驗(yàn)證了高科技品牌廣告效果適用于雙中介假設(shè)。 三是明確了高科技品牌廣告效果的最佳作用人群。為達(dá)到不同的廣告目標(biāo),實(shí)現(xiàn)廣告認(rèn)知、廣告態(tài)度、品牌認(rèn)知、品牌態(tài)度、購(gòu)買意愿等幾個(gè)方面的有效提升,在投放廣告時(shí)必須針對(duì)不同的受眾,本研究依據(jù)不同受眾在廣告暴露后的效果差異,對(duì)消費(fèi)者進(jìn)行了聚類。 四是篩選了最佳的媒介和訴求的組合。本研究認(rèn)為,理性訴求的流媒體廣告是本研究各類廣告中效果最好的,但感性訴求的流媒體廣告是最差的;報(bào)刊廣告的效果也可以接受,且感性訴求要好于理性訴求;戶外廣告不管是感性訴求還是理性訴求,均無(wú)法得到較為理想的效果。
[Abstract]:Along with the popularization of information technology and the development of globalization , the technical barrier between high - tech organizations becomes more and more fragile , and the difference between the products is subtle . High - tech organizations must invest more resources to strengthen brand construction and reduce the transfer and loss of customers ; meanwhile , high technology content of high - tech products and high - frequency products are forcing high - tech brand enterprises to take various marketing measures to expand their sales and speed up the transfer speed and use efficiency of capital . So , with respect to brands that offer traditional products and services , advertising plays a more important role in high - tech brands . High - tech brand companies spend a lot of money on advertising every year . For example , Apple invested $ 286 million in advertising for the iPhone in 2005 , with an advertising fee of $ 700 billion for iPhone spending ; Intel ' s impact on costs has also impacted on the progress of new product development and delivery ; the impact on cost also inevitably raises the end - of - sale price of the product , thereby increasing the operational risk of high - tech brands .



The research on advertising effectiveness is mostly based on the general product brand , and the individual targeted research is the traditional brand based on the general product brand . Whether the research results can be directly applied to the high - tech brands with distinct characteristics is still unclear .



At the same time , the effect of advertisement on consumers is a very complicated process . The complexity is that the advertisement of a brand may appear on different media , and each media has its own effect on the influence of consumers ; the advertisement not only has instant effect but also has a delay effect ; the advertisement effect can change with the period of the advertisement period ; the continuous advertisement has overlapping effect and overlapping attenuation effect ; and the different market segments and individual responses to the advertisement are different ( Tellis , 2004 ) . The complexity of the advertising process determines that in the study of advertising effect , those targeted empirical research can provide more direct guidance for the practice of advertising . High - tech brands have distinct characteristics , such as uncertainty of technology , complexity of products , etc . These characteristics are sufficient to influence or even overthrow the previous advertising research results . Therefore , it is necessary to study high - tech brands as a separate category . In this paper , it is proposed to improve the advertising effectiveness of high - tech brands by comparing the effects of different media and demands of high - tech brand advertising , and to reduce wasteful behavior in advertising campaigns .



In particular , this study attempts to summarize the basic rules of high - tech brand advertising effect through systematic research , to explore the influence of high - tech brand advertisement on different types of consumers , to establish the action model of high - tech brand advertising , and to provide an alternative method for future research and to verify the feasibility of using network tools for advertising research .



Firstly , according to the reaction of different types of consumers after advertisement exposure , it is verified that several consumer characteristics are independent variables , and several constitutive elements of advertising effect are assumed to be dependent variables , so as to excavate single features such as gender , age and occupation .



Second , the differences between the consumers ' responses are integrated , and the consumers are classified based on the good and bad effects of the advertising effect . In view of the different goals of the advertisement delivery , the most easy - to - be - realized population and the people who need to be stressed are identified .



Thirdly , according to the action mechanism of high - tech brand advertisement effect , several main factors influencing the advertising effect are input , and the function model of high - tech brand advertising effect is established based on the elements of advertising effect .



In this study , we measured the scores of media , newspapers and outdoor advertisements , including LG , Canon , Sony , Lenovo , Hewlett - Packard , Sony Ericsson , etc .



The statistical analysis of data adopts SPSS for Windows 15.0 . The structural equation modeling is also carried out in the study . Six kinds of research methods are used in this study , including descriptive statistics analysis , which is mainly used to validate the distribution of samples .



The study concluded with the following four conclusions :



One is the main factors that influence the advertising effect of high - tech brands . It includes the characteristics , experience factors , situation factors and quality factors , and analyzes the factors that make up the factors and their influence on the advertising effect of hi - tech brands .



Second , the paper constructs the influence factor model of high - tech brand advertisement . The model clearly defines the influence relation among the factors , and verifies that the high - tech brand advertising effect is applicable to double intermediary hypothesis .



In order to achieve different advertising targets , the effective promotion of advertising awareness , advertising attitude , brand awareness , brand attitude , purchase intention , etc . must be achieved .



Four is the combination of the best media and the demand . The research believes that the stream media advertisement of rational demand is the best in all kinds of advertisements in the study , but the streaming media advertisement of the emotional appeal is the worst ; the effect of the newspaper advertisement can also be accepted , and the emotional appeal is better than the rational demand ; the outdoor advertisement can not be better than the emotional appeal or the rational demand .

【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274;F713.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前2條

1 施國(guó)良;姚斌;;基于市場(chǎng)信號(hào)理論的廣告有效性影響實(shí)證研究[J];河海大學(xué)學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2013年01期

2 李媛;;淺析廣告效果的影響因素[J];現(xiàn)代商業(yè);2010年24期

相關(guān)碩士學(xué)位論文 前10條

1 劉亮基;電影植入廣告對(duì)品牌資產(chǎn)影響的研究[D];暨南大學(xué);2011年

2 孫博;中國(guó)郵政商函投放效果測(cè)度的方法與系統(tǒng)研究[D];北京郵電大學(xué);2011年

3 杜剛;超市海報(bào)廣告效果影響因素研究[D];遼寧大學(xué);2011年

4 馬寧;農(nóng)村廣告?zhèn)鞑ヅc受眾的契合性研究[D];華中農(nóng)業(yè)大學(xué);2011年

5 賈婧;蘋果公司在華服務(wù)營(yíng)銷模式創(chuàng)新研究[D];天津大學(xué);2012年

6 潮道馨;消費(fèi)者個(gè)體特征、產(chǎn)品涉入度及廣告效果的關(guān)系研究[D];南京財(cái)經(jīng)大學(xué);2012年

7 毛錦斌;基于消費(fèi)者因素的網(wǎng)絡(luò)廣告效果實(shí)證分析[D];華中科技大學(xué);2011年

8 鳳鳴;中國(guó)市場(chǎng)日化產(chǎn)品的視覺(jué)傳達(dá)設(shè)計(jì)研究[D];合肥工業(yè)大學(xué);2012年

9 俄秦鈺;社會(huì)性別認(rèn)同對(duì)女性受眾廣告態(tài)度的影響研究[D];中國(guó)傳媒大學(xué);2012年

10 吳昊;基于傳播視角的網(wǎng)絡(luò)廣告效果影響因素研究[D];中北大學(xué);2013年

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本文編號(hào)：1867435